multilateral investment fund member of the idb group · 2013. 9. 6. · expressiveness of the...

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Corporate Identity Brand Basic Manual

Multilateral Investment FundMember of the IDB Group

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Index

Introduction. 1. Basic identity rules and elements: 1.1 Logo. 1.2 Corporate colours. 1.3 Graphic codes. 1.4 Authorized logo and colour versions. 1.5 Incorrect usage. 1.6 Identifier (Brand in print). 1.7 Joint Brand Signature System between Fomin and BID. 1.8 Joint Brand Signature System between Fomin and BID Involving other brands.

The modernization of the FOMIN corporate identity reflects the

specialist nature of its activities through the new brand’s innovation

and attention to detail, a simple, modern visual identity whose

graphic genius is fascinatingly attractive.

The resulting Logo corresponds to the graphic representation

of the values linked with the institution, bringing greater visual

expressiveness than the previous brand, rendering it more easily

recognizable and differentiable than before and with the additional

advantage of conveying an image full of personality, decision and

drive.

Thanks to this new style of presentation, the identity now conveys

an equivalence which adapts to the reality and mission of the

institution: bringing specific solutions to private sector micro,

small and medium-sized companies and above all, to the business

problems of the people who form part of them.

This basic Manual sets out the FOMIN graphic brand and the

instructions and guidelines for its correct and coherent application.

It also sets out the relationship between Signature and co-branding

with BID and between both of them, as well as the brands of those

partnering with them on specific projects.

Introduction

1. Basic identity rules and elements

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Initial identi�er “F”

Continuity and progression

Re-drawn typography

“F” symbol with personality

1.1 Logo

The particular characteristics of the new brand reside in the

expressiveness of the typographic whole measured by its

visual impact. With this in mind a typographic whole has been

developed which contrasts figure and background, highlighting

one element over the rest. Thanks to this simple, stylish form, the

added, figurative iconographic elements, which feature in all major

international brands, are avoided. To convey the identity in keeping

with the afore-mentioned attributes, it is necessary to equip the

brand with a series of construction and composition guidelines

which are laid out in the rest of this manual.

1. Basic identity rules and elements:

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1.2 Corporate colours

The Logo is composed of FOMIN’s principal colours which are White

and Black in both positive and negative versions.

Black is the colour used for the Logo when it is displayed on a white

background, or the colour used as background when the Logo is

displayed in White.

Green is the third colour, the complementary colour that the graphic

codes which make up FOMIN’s look & feel may use. In some cases, it

may be used as an additional background colour which serves as a

chromatic contrast to the Black and White colour code pairing.

The chromatic References are the following, depending on the

format or medium in which they are printed or on which the colours

are visualized.

Section “F” origins.

Secondary 1 PANTONE 368 CCMYK: 70 / 0 / 100 / 0 RGB: 105 / 190 / 40

Secondary 2PANTONE Cool Gray 9 CCMYK: 30 / 23 / 17 / 58 RGB: 116 / 118 / 120

PrimaryPANTONE Process Black CCMYK: 0 / 0 / 0 / 100 RGB: 30 / 30 / 30


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1.3 Graphic codes.

Identity is constructed from a set of elements which help the

different brand applications. One of which is the actual “F” itself, the

logo’s most important representative symbol. Using its shape to

full advantage, a section has been created which produces a green

band of colour bringing verticality to the compositions.

This element can stand alone or be accompanied by the logo.

If they stand together, they must be in the same proportion and

height given that this section can grow vertically and must never

exceed the height of the logo’s “F”. The result is that both shapes are

situated in such a way that if they were to be moved, they could be

positioned one on top of the other, thus forming the “F” shape.

The main colour is PANTONE Process Black C, leaving PANTONE 368

C green and PANTONE Cool Gray 9 C grey as secondary colours. The

correct application of these colours is very important because they

comprise an essential part of the Identity.

The following describes the equivalences for the different colour

formats.

Section “F” origins.

Secondary 1 PANTONE 368 CCMYK: 70 / 0 / 100 / 0 RGB: 105 / 190 / 40

Secondary 2PANTONE Cool Gray 9 CCMYK: 30 / 23 / 17 / 58 RGB: 116 / 118 / 120

PrimaryPANTONE Process Black CCMYK: 0 / 0 / 0 / 100 RGB: 30 / 30 / 30


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Main version Negative version

On light photographic background On dark photographic background

On metallic background On PANTONE 368 C background



1.4 Authorized logo and colour version.

The FOMIN Logo or graphic brand colours have been established

as black and its opposite, white. This means that the Logo can be

applied interchangeably, in both positive (black on white), and

negative (white on black) formats. The Logo can not use any other

colour.

For this reason the predominating communication background

onto which the FOMIN brand is to be inserted has to be either white,

or if white can not be used, black - it doesn´t matter which.

When it has to be used on a photo and it is not possible to maintain

it on a black or white background, the Logo will be applied in

positive format (black), or in negative (white), depending on the

colour, intensity and tone of the photographic space onto which it is

to be applied: on an intensely dark photo, the Logo will be applied in

white and when the photo is light the Logo will be black.

In exceptional cases, when the Logo is to be laid on a background

which is neither black nor white - as in the case of the metallic colour

of an object, or the green corporate colour (for example on a fi le or a

post-it), the Logo´s colour must always be black.

If the Logo has to be laid on an interior glass surface, black will be

used, but if the glass is on the outside of a building which must

display the Logo on a vinyl support, the Logo will be white; that is

because on the outside, windows refl ect surrounding colours, and

although the intensity changes according to the time of day, the

tone will always tend towards darker shades.


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1.5 Incorrect usage.

In this page we see some of the incorrect uses of the Brand.








DO NOT flip elements

DO NOT vary proportions

DO NOT vary the order of the elements

DO NOT change the colours

DO NOT distort

DO NOT change typography

DO NOT alter alignment


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1.6 Identifi er.

The graphic identifi er which has been defi ned is the “f“ or “comma”

which comprises the Brand. As such, it can be used indiscriminately

in any direction, as an “f“ or as a “comma“.

On this page we can see, in the case where we have to use the

identifi er without margins, how it should be positioned in relation

to established margins.

Whenever possible the identifi er should be used in its complete

form.


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1.7 Joint Brand Signature System between Fomin and BID

A system for laying down the different Signature casuistries between

FOMIN and BID:

- When the message is shared and issued by both.

- When FOMIN is involved or participates in a message from BID.

- When BID supports a message from FOMIN.

When the message is shared and issued jointly in co-branding by FOMIN

and BID, the proportion between both brands will be the same.

When FOMIN is only a participant in a message issued by BID, the size of

the FOMIN brand will be smaller. Two proportions have been established

depending on the degree of involvement in the message.

When BID has to appear as a guarantor of a FOMIN message, the

endorsement may be of greater or lesser importance depending on

the degree of BID presence required. Two proportions have also been

determined.

In order to guarantee the visual coherence of the shared Signature,

regardless of the casuistry, a graphic model has been designed which

provides unity and coherence in all cases.

Proportions have also been established to normalize its use.

In each case, the main brand signing the message will always be situated

to the right of the whole, since it is the side with greater visual importance.

50% 50%

75% / 100% 75% / 100%

50% / 100% 50% / 100%







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1.7 Joint Brand Signature System between Fomin and BID

In order to guarantee the visual coherence of the shared Signature,

regardless of the casuistry, a graphic model has been designed which

provides unity and coherence in all cases.

Proportions have also been established for the normalization of its use.

In each case, the main brand signing the message will always be situated

to the right of the whole, since it is the side with greater visual importance.

50% / 50%

50% / 100% 50% / 100%





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1.8 Joint Brand Signature System between Fomin and BID Involving other brands.

When the message is shared between FOMIIN, BID and other partners

or project partners, third party brands will be displayed in alignment,

but with FOMIN and BID sharing equal visual predominance.

Depending on the degree of involvement or collaboration of these

partners, their brands will have greater or lesser visual weight in the

whole of the Signature. In order to have an appropriate and versatile

rules system, it has been established that 75% or 50% of the visual

weight be allotted to the FOMIN and BID brands.

75%

1 2 3 4 5 6 7

50%

1 2 3 4 5 6 7

Co-branding with three logos at 50%

Co-branding with up to 7 logos at 50% Co-branding with up to 7 logos at 75%

Co-branding with three logos at 75%






multilateral investment fund member of the idb group · 2013. 9. 6. · expressiveness of the...

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